What Is Google Remarketing? How Does It Work

What Is Google Remarketing? How Does It Work?

What is Google Remarketing?

Google Remarketing is the process of reconnecting the customers that have already visited your website. It is also known as retargeting as your targeted ads are displayed to the previously visited customers during their use of internet services.

Remarketing works on past visitors as they tend to show more interest in your ad and might convert the second time if they had not turned at the first view of your ad.

It is an effective method of increasing the conversion rates as well as return on investment. Your audience that is already familiar to your ads is more likely to engage and convert rather than those who are seeing your ad for the first time.

How does Google Remarketing Works?

Google Remarketing works when you add a piece of code, i.e., (tag or pixel) on your website through browser cookies. The system detects the visitors on your webpages and saves the visitor detail to your remarketing list.

So, whenever you tend to retarget your ads, you can target the already visited audience to increase the chances of high conversion and high ROI.

Google Remarketing Ads

Google Remarketing

You can also create a new Google ad campaign and target those visitors from your cookie list and run ads for better results. Google Remarketing provides you to customize the retargeting code for specific pages that you wish for.

For example, you own a smartphone e-commerce business. Now, let’s suppose people start to like your iPhone smartphone but didn’t convert due to specific issues. Then before you remarket the iPhone, make sure you update some features on the smartphone and retarget the old audiences because you already know that the visitors are looking for iPhone.

If you are new on the Google Remarketing campaign, then Google recommends you to target the maximum number of audiences that have visited your entire website. It is because advertising too many individuals will cost higher than advertising to specific interested individuals.

So, remarketing to fewer visitors will increase ad relevancy and reduce your cost per click (CPC). Also, during remarketing, you can categories the visitors as individuals who had already purchased and who are left to buy.

For those who had already purchased from your website, you can create a special offer like 20% off on the second purchase or free shipping. This will create more engagement and increase the conversion rate.

Why is Google Remarketing Necessary? Advantages of Remarketing

Google Remarketing helps to stay in contact with the visitor on your site for future marketing purposes. Remarketing can be done on several methods, i.e., images, videos, text ads, animated images, or responsive ads, whether on Google Display ad or Google Search Network.

People nowadays have trust in Google ads because of the high-quality vetting and reviews from several individuals.

Here are some of the advantages of Google Remarketing:

1.      Increase Brand Awareness

Remarketing displays your Google ads that include the logo and information regarding your business. People mostly run their ads without any graphical images or text, which is a bad practice of running the ad.

Increase Brand Awareness

Increase Brand Awareness

So, while running the ad, always remember to include the information or graphical logo of your company. Although there is no engagement or conversion, still your brand awareness will increase, and many people will know about your brand.

2.      Better Conversion rates

Remarketing is all about the retargeting the old visitor on your site. So, before advertising, you will have enough knowledge on whom to target and whom to display your Google ads.

This will also reduce your cost of advertising as you won’t have to advertise your ad to the vast number of people. Your audiences will get narrower and even the cost of advertising.

Now, as you target the interested audiences, there is a higher chance of a conversion.

3.      Lower Cost Per Click

Usually, the remarketing tends to have a higher click-through rate and lower bounce rate than any regular ad campaign. It is because the people you are displaying your ads are already familiar with your ad products.

Also, targeting the few individuals will lower your cost per click. Google remarketing is relatively cheaper than regular ads that provide higher conversion and a higher return on investment.

4.      Better Audience targeting

The visitors on your site are saved on your cookies, i.e., they are the interested audience who are unable to convert due to specific issues on your website. Now that you have got the list of already visited individuals you only need to improve your Google ad with some extra features on your product and get back to the business.

Targeting the audience before running the ad is the best thing an advertiser can do to increase the conversion and to reduce the cost per click.


Google Remarketing is the outstanding feature provided by Google which every advertiser has to perform for the betterment of results. Reading this article might have enhanced your knowledge regarding the Google Remarketing on how it works and the benefits you can get from it.

So, when are you remarketing your Google ads?